The awards tracked are determined by a worldwide industry survey and in consultation with the Warc Rankings Advisory Board.
In second place is A Dad’s Job by FP7 McCann Dubai and Initiative Cairo for Home Centre. The furniture retailer tackled the taboo topic of single mothers to create an impact with its Father's Day campaign in the United Arab Emirates. In third place is Meddle in the New Zealand Election by Special Auckland for Every Kiwi Vote Counts. The campaign harnessed the power of social networks to mobilise overseas New Zealanders to vote in the country's 2020 election.
Tarek Miknas, CEO, FP7McCann Menat, said, “Nothing pleases me more than FP7McCann winning for creative effectiveness. As a commercial art, by definition, we need to deliver on both Creativity and Effectiveness or we are not doing our job. There is no greater honour than to be recognised for both. I thank our brave partners and our incredible agency talents that together made this come to fruition.”
Ogilvy Sydney rises from #7 last year to claim second place, with five campaigns ranked for Whitelion, KFC (x3) and Huggies. Wieden+Kennedy Portland in 15th place in North America in 2021, takes third place globally with its hugely acclaimed Crazy Dreams campaign.
Suzanne Powers, global president and chief strategy officer, McCann Worldgroup, said, “It’s incredible to see, once again, our teams’ passion, smarts and ingenuity as they drive the most impactful work in the world in partnership with our clients. We are so proud of all of them and honoured by this recognition”
Climbing up the network ranking is Ogilvy, up from #4 in 2021 to claim second place. BBDO Worldwide is in third place.
Mark Read, CEO, WPP, said, “The real success of great ideas lies within the results they produce. Our strong agency representation across the three rankings – including MediaCom NY named top media agency, Ogilvy and Mindshare coming first creative and media networks respectively, and WPP topping the media and effectiveness holding company rankings – is testament to the hard work of our amazing teams who are delivering the tangible outcomes that our clients demand.”
Morgan Flatley, global chief marketing officer, McDonald’s, said, “We are beyond excited to be ranked as #1 most effective brand in the world by Warc. Receiving this recognition for the third year in a row is especially meaningful, as it underscores our relentless effort to deliver effective marketing, powered by brave creative choices and underpinned with genuine human insight. At McDonald’s, our marketing community is focused on delivering “Feel-Good Moments” to our fans in a way that builds both our brand and our business. I’m proud to work alongside a team of world-class marketers and agency partners that show creative courage, every day and are focused on building deeper and more meaningful connections with our customers. This is an important recognition of all of their hard work.”
Pedro Earp, chief marketing officer, AB InBev, said, “We are honoured to be recognised as number one in both creativity and effectiveness. Anyone can have ambition but systemizing it throughout an organization on a global scale requires more than just ambition. It requires a change in culture, supported by a system of processes, tools and capabilities, along with an ecosystem of strong creative partners, in order to pull it off. I’m proud of what our team has accomplished by addressing real consumer and customer needs and delivering strong business results."
The Warc Effective 100 has been compiled by applying a rigorous, unbiased and transparent methodology.
The Warc Effective 100 ranking can be viewed in full here. It includes the world’s top 100 awarded campaigns for effectiveness, top 50 creative, media and digital/specialist agencies, agency networks, brands, advertisers, countries and top holding companies. The campaigns, case studies, credits and subsequent insights reports are available to Warc rankings subscribers.
The top ten most highly ranked campaigns and companies in the 2022 Warc Effective 100 are:
Rank | Campaign Title | Brand | Agencies | Points |
#1 | Crazy Dreams | Nike | Wieden+Kennedy Portland / Publicis Sapient Seattle | 100 |
#2 | A Dad's Job | Home Centre | FP7 McCann Dubai / Initiative Cairo | 94.6 |
#3 | Meddle in the New Zealand Election | Every Kiwi Vote Counts | Special Auckland | 57.6 |
#4 | Moldy Whopper | Burger King | INGO Stockholm / DAVID Miami / Publicis Bucharest | 51.4 |
#5 | Project AgroBanking | UCash / Shwapno | Grey Dhaka | 50.6 |
#6 | Rephrasing Parenthood | Babyshop | FP7McCann Dubai / InHype Dubai | 44.9 |
#7 | Blood Unity | Donner Sang Compter (DSC) | FP7McCann Dubai / McCann Health Dubai / FP7McCann Beirut | 44.3 |
#8 | TheTravis Scott Meal | McDonald's | Wieden+Kennedy New York / Narrative Los Angeles / OMD Chicago / Burell Chicago / The Marketing Store Chicago | 44.2 |
#9 | Rooftops Farms | Knorr | FP7McCann Cairo / Magna Cairo | 43.6 |
#10 | #ChickenWars | Popeyes | GSD&M Austin | 43.3 |
Rank | Agency | Points |
#1 | FP7McCann Dubai | 234.6 |
#2 | Ogilvy Sydney | 115.5 |
#3 | Wieden+Kennedy Portland | 113 |
#4 | Special Auckland | 99.4 |
#5 | Ogilvy Mumbai | 94.2 |
#6 | Colenso BBDO Auckland | 89.5 |
#7 | FCB New York | 85.8 |
#8 | McCann Manchester | 79 |
#9 | Publicis Bucharest | 71.5 |
#10 | BBDO New York | 71.3 |
Rank | Agency | Points |
#1 | Zenith Bogotá | 68.5 |
#2 | PHD Auckland | 63.1 |
#3 | PHD New York | 58.3 |
#4 | MediaCom Sydney | 58.2 |
#5 | Wavemaker Mumbai | 44.8 |
#6 | Havas Media Lisbon | 40.2 |
#7 | Mindshare Shanghai | 37.1 |
#7 | Wavemaker Chicago | 37.1 |
#9 | Carat New York | 36.8 |
#10 | Mindshare Moscow | 36.4 |
Rank | Agency | Points |
#1 | Publicis Sapient Seattle | 100 |
#2 | Edelman New York | 52.1 |
#3 | InHype Dubai | 34.6 |
#4 | Arc Worldwide Chicago | 33.7 |
#5 | Digitas Chicago | 32.7 |
#6 | Havas Sports & Entertainment Paris | 30 |
#7 | Twiga Digital Kyiv | 28.7 |
#8 | BlueFocus Digital Beijing | 28.6 |
#9 | Symmetry Digital Karachi | 28 |
#10 | Digital Moscow | 26.7 |
Rank | Network | Points |
#1 | McCann Worldgroup | 863.6 |
#2 | Ogilvy | 777.6 |
#3 | BBDO Worldwide | 702.7 |
#4 | Dentsu International | 510.5 |
#5 | DDB Worldwide | 471.6 |
#6 | IPG Mediabrands | 419.7 |
#7 | OMD Worldwide | 419 |
#8 | TBWA Worldwide | 368.4 |
#9 | Leo Burnett | 341.2 |
#10 | VMLY&R | 318.9 |
Rank | Holding company | Points |
#1 | WPP | 2162.8 |
#2 | Omnicom Group | 2018.8 |
#3 | Interpublic Group | 1700.9 |
#4 | Publicis Groupe | 1377.2 |
#5 | Dentsu | 531.3 |
#6 | Havas Group | 382.6 |
#7 | Stagwell | 153.6 |
#8 | BlueFocus | 108.9 |
#9 | Accenture | 96.2 |
#10 | ADK | 7.1 |
Rank | Brand | Points |
#1 | McDonald's | 313.1 |
#2 | Burger King | 271.2 |
#3 | KFC | 212.5 |
#4 | Nike | 117.5 |
#5 | Aldi | 102.7 |
#6 | Home Centre | 94.6 |
#7 | Dove | 79.9 |
#8 | Mastercard | 79.6 |
#9 | IKEA | 69.8 |
#10 | Pepsi | 69.2 |
Rank | Advertiser | Points |
#1 | AB InBev | 436.2 |
#2 | Unilever | 409.1 |
#3 | Restaurant Brands International | 316.8 |
#4 | McDonald's | 313.1 |
#5 | Procter & Gamble | 272.7 |
#6 | Yum! Brands | 239.6 |
#7 | PepsiCo | 236.7 |
#8 | Mondelēz International | 192.6 |
#9 | Landmark Group | 141.7 |
#10 | Nestlé | 131.1 |
Rank | Country | Points |
#1 | USA | 1649.3 |
#2 | China (Mainland) | 997.2 |
#3 | India | 607.1 |
#4 | Colombia | 491.6 |
#5 | New Zealand | 460.2 |
#6 | Russia | 454.7 |
#7 | United Kingdom | 440.2 |
#8 | Australia | 403.5 |
#9 | United Arab Emirates | 389.5 |
#10 | Canada | 377.2 |